What is Internet Marketing?
Internet Marketing is application of Internet and related technologies to
achieve the organization's marketing objectives.
Internet Marketing is about….
Internet is a distribution channel. The Internet can be used as a PLACE
to promote a product or service, provide information to prospective
customers and to reach different geographical regions and niche markets.
CUSTOMER centered marketing is the key for success of any organization.
Concentrating on customer needs and wants will help a business to satisfy
actually to delight its customers more effectively and efficiently.
Building close relationships and retaining existing customers is very
important because acquiring a new customer is costly than keeping the
Internet marketing is best used in CONJUNCTION with other marketing
media. Coordination between online and offline marketing activities is
Internet Marketing Tools
Search Engine Marketing Search Engine marketing is important because 85%
of Internet surfers use search engines to find new websites. Research
reports show that the majority of online purchases originate from search
engines. Top 5 Search Engines Google, Yahoo, Msn, AOL and Ask Jeeves
account for 80% of search engine traffic
E-mail Marketing E-mail is the most popular online activity. According to
the research findings 96% online users use E-mail. E-mail marketing can
be used to drive sales, provide customer service and to build close
relationships with the customers. E-mail marketing is a cost effective
Internet Marketing tool and the results can be easily measured. We can
expect a higher response rate around 10 – 15% from an in-house E-mail
list. If we are to rent an E-mail list from an outside source the
response rates will be around 1 %.
Affiliate Marketing This is called the revenue sharing business model.
Affiliate marketing is one website (An Affiliate) is promoting another
website (Merchant) in exchange for a commission. Affiliate marketing is
risk free and cost effective advertising because you pay only for
performance. Affiliate marketing enables businesses to reach niche
markets in a more cost effective manner.
Banner Advertising Banner advertising was very much popular and click
through rates were around 25% when its introduce for the first time in
1994. At present we can’t expect a conversion rate above 2 % from a
banner advertising campaign (Click through rates 0.5% untargeted banners
and for targeted banners between 1-2%). Although the conversion rates are
not satisfactory banner advertising still considers as an effective
Viral Marketing This is the “e” term for word of mouth. This medium could
be used to spread the word about your business among the target audience.
Viral marketing messages receive 5 –15% click through rate. 57% say word
of mouth or viral marketing is their main source of information about new
websites. Hotmail is one of the first examples of Viral Marketing.
Publicity Publicity is about creating awareness, building trust and
credibility. Online press release distribution plays the main role in
About The Author
Rajitha Dahanayake is the Senior eMarketing Analyst of a company engages
in providing eMarketing solutions. He has over 3 years experie nce in
Internet Marketing. He is an Associate member of The Chartered Institute
of Marketing UK and a professional member of eMarketing Association (eMA)
as well as International Internet Marketing Association (IIMA). Rajitha
is a Certified eMarketer from eMA and holds the Certified Internet
Marketing and Business Strategist (CIMBS) designation from IIMA.